Ad Campaigns
Birla Gold & BBH team up for another power pact film
MUMBAI: Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.
The film conceptualized and executed by BBH India features key players – Pardeep Narwal (Captain), Deepak Narwal, Jaideep, Manish, Vijay Malik.
A name that's synonymous with Gold quality in the category, Birla Gold imbibes strength, perseverance and consistency as its core values. There's no coincidence that they've been proud team sponsors of the Patna Pirates, a team that reigns supreme in the Pro Kabaddi League. They've been recurring champions for three years now and their sheer strength is what helps them clinch Gold each time. The campaign was designed with the purpose of capturing this robust relationship. And thus, was born a chant that resonates loud and clear – ‘Built From Gold’. It's a bold message that encapsulates the similarities between the team and the brand. They both live up to a golden standard and outperform everyone with impeccable quality.
Birla Gold Cement chief executive Officer Jayant Dua says, “This is our second year as Team Sponsor of Patna Pirates. Hence the brief was to consolidate the association as a seamless combination of leadership and strength. This film has managed to not only accomplish the brief but also made the brand and this association shine."
BBH India creative director Jonathan George adds, "Birla Gold strives towards making a product that sets the benchmark in the cement industry. Their association with Patna Pirates gave us the perfect opportunity to draw a parallel between the brand and a team that has consistently set the benchmark in the Pro Kabaddi League.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
